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Creating a responsive website for an insurance company to allow users to get insurance in a few clicks
Background
Kaus is a large insurance company that’s been providing insurance for over 30 years and gained the trust of the existing customers. They sell prepared packages, which allows them to be more efficient and have lower rates than the competitors.
My Role
Research
UX design
UI design
Problem
At the moment, Kaus only had an offline presence, offering insurance via company’s representatives. Their competitors moved to online platforms, and are able to target a much wider market with lower expenses. With the rise of the internet and personal devices, Kaus has been losing ground.
Goal
They are looking to create a responsive design and attract a younger audience. The goal is to allow customers to purchase insurance directly on the website, without the need to contact the representatives.
Team
Group critiques
Project manager
In the research phase, I focused on finding the current trends of the market, strengths and weaknesses of the competitor websites.
I started of researching websites of the 4 leading insurance companies in Canada. The main takeaways from this analysis were the following:
I conducted interviews with four people from Kaus’s target audience. Three out of four interviews were conducted online. I divided the findings in four categories:
In order to understand, where would the potential users expect to find the particular categories and how would they want to group them, I conducted a card sorting survey. The results are presented in the dendrogram:
Number of participants:10 people
Number of card (policies):20
Type: Hybrid
Platform: Optimal Workshop
After the research phase, I applied the finding and created a user flow to define the main screens of the initial design, a user persona, to combine the takeaways from the user research and define the needs and motivations of the target audience, and a sitemap to lay out the structure of the website.
Initially, user flow included more steps, e.g. selecting category of the insurance. However, after adding the main CTA on the hero image, the number of steps for a user to purchase an insurance plan has reduced, making the process more efficient.
From the user research takeaways, I created a user persona based on the struggles of the busy young professionals, expecting transparency, convenience and efficiency from the services that they reach out to.
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Based on the secondary research of the competitor market and card sorting, I created a sitemap, where I focus on clearly displaying available insurance categories, that were formed as a result of card sorting:
After defining all pages that I had to design, I started of creating sketches and translating them to the low fidelity wireframes.
In the next steps, I started working on the app's brand and visual design. I focused on making the website look trustworthy, modern, safe, and simple.
Giving a friendlier and more modern look to the hero page
In the next steps, I deigned a high fidelity prototype and conducted test with 4 people from the target audience. The goal of this step was to see, whether all users could find the travel insurance and complete the payment. I wanted to observe, what was the preferred method of finding the insurance and whether the users have encountered any difficulties while purchasing the insurance. Additionally, I have asked users to share their feedback about the website and whether they felt convenient sharing all the information that was requested.
Open prototypeAfter presenting the prototype to users and observing them interacting with the website, I made the following conclusions and defined the next steps:
Making insurance plans more transparent
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Adding Trustpilot reviews to the website to gain trust from the potential customers
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Drawing users' attention to the blog
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After reviewing the user feedback, I worked on improving the final version of the design, and updated most of the flaws I observed during the testing phase.
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